Munich – November 03, 2026 -- Germans are the most likely in Europe to say that "cute" no longer just means "cute-looking." A new Sanrio-commissioned study finds that 50.8% of German respondents see the word's meaning shifting, the highest share of any of the five countries surveyed.
Half of Germans say "cute" has changed in a decade
In the "Hello Kitty: Beyond Cute" study, 51% of German adults say the term means something different than it did ten years ago. Among Gen Z the share is nearly two-thirds. Those who see a change link cuteness mainly with positive feelings (30%) and with kindness and care (22%). Appearance alone matters less than it once did.
Germany also posts the highest share of people who feel more connected to others after a cute moment, at 44.1%. Another 44.5% tie cuteness to community and mutual kindness.
Four in five Germans say cute moments lift their mood
81% of Germans say cute moments put them in a good mood, and 91% have no problem openly showing what they find cute. Some 61% say such moments matter more now than five years ago.
Sharing is routine: 68% pass along content they find cute at least once a week. For 37%, an online contact has already turned into an in-person meeting.
Across Europe, 81% say a kind gesture can improve their mood. Another 76% say cute moments comfort them on difficult days, and 71% say they feel more connected to others as a result.
Five countries, five takes on cuteness
Italy puts kindness and care at the center, while Spain links cuteness to openness and joy of life. In France it stays more personal, and almost one in five people feels uncomfortable openly showing what they find cute. In the UK, cuteness is still tied mostly to looks, yet time spent with others matters most there, at 49.9%, the highest figure in the comparison.
OnePoll surveyed 10,000 adults online, 2,000 each in Germany, France, Italy, Spain and the UK, from late September to October 19, 2026. Totals are simple averages across the five countries.
Hello Kitty exhibition opens in Paris on her birthday
Sanrio released the study to mark the opening of its first major immersive Hello Kitty event in Europe. It opened on October 31, Hello Kitty's birthday, at Galerie Joseph in Paris. Visitors can experience cuteness physically and together, and help shape it, instead of only looking at it.
Journalists from Italy, Spain, Germany and France attended the opening. For the occasion, Hello Kitty appeared in an exclusive look by Swiss designer Kevin Germanier, founder of the fashion house Germanier and known for sustainable fashion and luxury upcycling.
Silvia Figini, Sanrio's Chief Operating Officer for EMEA, India and Oceania, said the study confirms the company's belief that "cute" works as a language of connection. Hello Kitty has existed since 1974.
